"This Rosh Hashanah, traditional treats get gussied up with the likes of a Ginger and Spice Honey Cake, the "Bee Sting" Brioche, a Chocolate Chip Honey Cake, and, of course, grandma's classic honey cake." Rachel Wagner satisfies her sweet tooth with a special delivery from Shemo in Ramat Aviv.

I was having a serious craving. The whole day long, I hadn't been interested in actual food, and instead spent the day grazing on semi-stale butter cookies and mini-toblerones from duty free which, needless to say, were not hitting the spot.

Around 6pm, I was starting to crack. Knowing what I had in mind, I sent an urgent mission e-mail to Idan, aka 'the big man with the little scooter'.

What I wanted was waiting just beyond my Tel Aviv reach in Ramat Aviv at a little pastry shop called Shemo. What I wanted was The Chocolate Crunch: A large slab of braided yeast dough interwoven with layers and layers of chocolate that somehow manages to be creamy and crunchy all at the same time.

I attacked it with my fingers (such a shame to slice it really, when you can simply pull off bits and pieces). As the chocolate hit my tongue I could feel the sugar coursing through my veins. Oh sweet, sweet Chocolate Crunch.

I relished in the scent and taste of my much sought after high for a few more minutes. Then, I quickly wrapped up the rest so as not to destroy my high by overdosing to the point of tummy ache.

With 4 locations all around the country, I suspect that I'm not the only one Shemo's hooked. In addition to the lovely aforementioned Crunch, Shemo offers a wide range of baked goods including pound cakes, an assortment of beautiful mousse cakes, cookies and all sorts of seasonal goods.

This Rosh Hashanah, traditional treats get gussied up with the likes of a Ginger and Spice Honey Cake, the "Bee Sting" Brioche, a Chocolate Chip Honey Cake, and, of course, grandma's classic honey cake. In addition, a selection of creations using the traditional holiday ingredients of apples, honey, nuts (and even some chocolate for the fun of it), including tarts, apple cake homemade challah, some with specials fillings and homemade jam will also be available.

Finally, Shemo even takes care of the diabetics and weight watchers with an assortment of sugar free delights including: apple strudel and carrot honey walnut cake.

Special holiday products are also available in assorted elegant gift boxes to help you wish your friends, family and business contacts a sweet new year in style.